Assignment

Branding agency KMS TEAM developed the interactive »LICHTGESTALTEN« installation to mark its 30th anniversary. »LICHTGESTALTEN« was intended to heighten the user brand experience with KMS TEAM and to demonstrate the elaborate design process.

»Designing brands means designing personalities«: The name »LICHTGESTALTEN« (in English »luminous figures«) is also a play on words. It consists of the two German words »ICH GESTALTE« which mean »I DESIGN« and comprises creating your own me-design.

Approach

At museum Villa Stuck in Munich, the site of the anniversary celebration, the 6 x 4 meter interactive installation was displayed for the first time. It takes a picture of the user, who then uses intuitive gestures to design the image: There are over eight billion ways to add colors, typography and stylistic elements to the portrait. Every image is the result of an individual design process. The unique motifs were generated as a PDF and also printed as a DIN A0 poster for each user of the installation. Real-time data from the installation was used for the light display on the stage during the event. Simultaneously, the artworks were published on the corporate Facebook channel.

A selection of unique portraits was displayed on DIN A0 posters as part of an exhibition at the agency. They were also used outdoors for the event communication at the museum. »LICHTGESTALTEN« is also featured as a microsite and can be shared via social media.

Results

The cross-media application turns design into a spatial experience and brings digital innovation to analogue reproductions.

To wrap up its 30th anniversary, design agency KMS TEAM extended the installation into an app for iOS and Android: This app turns »LICHTGESTALTEN« into a live experience for all smartphone and table users. A mailing with a QR code drew attention to the introduction of the app.

The »LICHTGESTALTEN« installation received overwhelming feedback from all employees, clients, partners and guests. It won three DDC 2014 awards (2x silver, 1x award) and a silver award at the Best of Corporate Publishing 2015.